Why did Aritzia open a café inside its flagship store in Toronto? Why did Burberry pivot from fashion photography to cinematic ads that transport viewers into dreamlike sequences? And why is Simons, Canada’s remaining department store, incorporating art and interactive technologies into its retail spaces?



Summary

Aritzia opened a cafe in its Toronto flagship store to enhance the shopping experience, creating a lifestyle destination beyond just clothing. Burberry shifted from traditional photography to cinematic ads, aiming to evoke emotional connections and build brand prestige through storytelling and immersive visuals. Simons integrates art and interactive tech to differentiate itself from competitors and appeal to a new generation of consumers, transforming the shopping experience into a more engaging and culturally relevant encounter, ultimately solidifying its unique position as a modern Canadian department store.

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